INTERNATIONAL: Ketchum to support insulin breakthrough

NEW YORK: Ketchum has won a global account to support a new diabetes therapy - inhaled insulin.

NEW YORK: Ketchum has won a global account to support a new

diabetes therapy - inhaled insulin.



The agency was appointed on a joint basis by Aventis Pharma and Pfizer,

which have entered into agreements to co-develop, co-manufacture and

co-promote the product.



Inhaled insulin is a new product which, as the name suggests, allows

diabetics to inhale their insulin, rather than inject it.



The account is global, and will be headed for Europe out of London by

David Gallagher, managing director of European healthcare. Diane Weiser,

senior vice-president/group manager will lead the account on the US side

from New York.



The product can be used to treat both type one (insulin dependent) and

type two (non-insulin dependent) diabetes. The advantages for diabetics

of having a product which can be inhaled rather than injected would be

considerable. Some insulin-dependent diabetics have to inject themselves

up to four times a day.



It has been estimated that currently there are over 160 million

diabetics in the world. In the UK alone, Diabetes UK says there are over

1.4 million people living with diabetes, and estimates there are a

further million who have not been diagnosed.



The introduction of inhaled insulin will be the first major development

in the delivery of insulin since it was introduced some 75 years ago.



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